News - 17.03.14

MALBEC MAKING NOISE, the rhythm of Malbec

For this fourth year of celebration more than 60 events will be held in 55 cities in 44 countries around the world to honor the signature grape of Argentina.

The next will be held on April 17, with great enthusiasm. The fourth edition of Malbec World Day, an international celebration dedicated exclusively to the Argentine grape par excellence. The festivities of 2014 praise the musical culture under the slogan: “To the sound of Malbec" (or "Music for Malbec"). From their ancient origins, Bacchanalian parties appealed to the liberation of the senses through sensuality and movement. Therefore, this year we are to through music to enhance the rhythmic quality of our wine. The tempo of Malbec is like your taste: untamed, intense and vigorous.

In this context and under this slogan, we will conduct a series of events, promotions and online activities in our major markets of the world with the Ministry of Foreign Affairs of Argentina and the Provincial Governments of Argentina. In addition, this initiative is framed in the Argentina Wine 2020 Strategic Plan, coordinated by Argentina Wine Corporation ( COVIAR ) .

MALBEC MAKING NOISE

Making Noise Malbec is the first wine fair in honor of this varietal. It is aimed at young people aged 25 to 35 and includes a Malbec wine tasting, but unlike other shows, in this special edition of Malbec World Day 2014, the wines will be sorted according to their types and styles (soft rosés, sparkling, young reds, medium-bodied reds, structured reds, sweet reds, etc).

Another attraction of the fair will be the free download of the official application of the event, available for iPhone and Android, where you will find all the wines of the event pre-loaded and by clicking "Like" be able to add them to a favorites folder.

This event will take place not only in Buenos Aires but also in Lima, Peru , San Pablo , Brazil and the Federal District of Mexico .

CAMBALACHE

In London, UK and New York, USA, the ‘Cambalache’ event will be held, aimed at providing attendees with an immersion in the culture and spirit of Argentina, where wine is an essential part.

In its inaugural year, Cambalache UK, an event focused on wine and especially on Argentinian culture as a whole, was not only recognized as an outstanding event in the wine industry, but also rewarded for its ingenuity with the prize " Best Brand Experience" at the FMBX Awards and finalist in "the Best Brand Experience" at the Event Magazine Awards.

Previous editions of Malbec World Day were considered by WofA , participating wineries and the Argentine Chancellery as a resounding success, not only because the positioning of Malbec and Argentina in the world was strengthened but because sales of this varietal in particular and Argentine wine in general were driven by these celebrations. In 2013 , the red varietals gained ground significantly, thanks to Malbec and Cabernet Sauvignon. Malbec performed very well, closing 2013 with an increase of 3.2% in USD FOB (387,759,868 million USD) and 3% (9,557,722 boxes of 9 liters) in volume compared to 2012.

The origin of Malbec can be found in the southwest of France. Here they have been cultivating this grape and making wines with the appellation of " Cahors " since the days of the Roman Empire. These wines were consolidated during the Middle Ages and became stronger in modern times.

The conquest of the English market was a crucial step in the evaluation of this strain in England and the world. By the late nineteenth century, the phylloxera plague had destroyed the French vineyards, so the " Cot" was forgotten, leaving, however, a culture of appreciation for Malbec .

Some time later, Malbec Argentino appeared. This strain arrived in our country in 1853 from the hands of Michel Aimé Pouget (1821-1875), a French agronomist that Domingo Faustino Sarmiento hired to carry out the direction of the Agricultural Quinta de Mendoza.

Modeled on France, the initiative proposed adding new grape varieties as a means to enhance the national wine industry. On April 17, 1853, with the support of the governor of Mendoza, Pedro Pascual Segura, the project to the Provincial Legislature, was presented, with a view to establishing a Quinta Normal and Agricultural School . This project was approved as law by the House of Representatives on 6 September that year.

In the late nineteenth century with the help of the Italian and French immigrants, the wine industry grew exponentially and with it, Malbec, which quickly adapted to the various different terroirs, and developed even better than in its region of origin. Thus, over time and with a lot of hard work, it emerged as the flagship grape of Argentina.

The management of Pouget and Sarmiento in the Quinta Normal de Mendoza was a crucial part of this process. The 17th of April is, for Wines of Argentina, not only a symbol of the transformation of Argentina's wine industry, but also the starting point for the development of this strain, an emblem our country worldwide.

ABOUT WINES OF ARGENTINA

Wines of Argentina is an entity responsible for the ARGENTINE WINE brand in the world. Since 1993, the organization has promoted the image of local wines abroad, and helped guide the export strategy of Argentina, studying and analyzing the changes that occur in consumer markets. Its aim is to contribute to the consolidation of Argentina between major wine exporting countries in the world and contribute to the overall success of the wine industry, raising the positive perception in the trade, and amongst opinion leaders and consumers.